“From Simmer to Sensational: Creating Exhibitor & Sponsor Programs that Delight” Speakers: Michael Hatch, Fantail Consulting & Technologies Eric Hatch, P.O.P. Event Marketing Program Brought to You By:
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Cardinal Rulesfor Exhibit Design1. Use one primary image supported by a single message/headline; what we call the billboard ap-proach. Why? Because people are visual first and your exhibit has only 3 to 5 seconds to attract theattention of your target audience at a show. Project something that’s important to them, makes themwant to come into your booth and ask for help and information.2. In most instances your headline is more important than your name and/or logo. A good headlineshould express your exclusive product benefit. The best and most effective headline you can produce isone that makes a promise to the reader A promise usually relates to quality, service or price. For reader.example: “Nobody Cuts Computer Costs and Downtime, Like ABC Computers”.3. Because people are visual first your primary image should visually express what your headline is first,saying. Your primary image and headline should always support and reinforce each other.4. To stand out in the crowd of exhibitors and attract attention, your exhibit design needs to incorporatesomething that makes you visually unique Silhouettes, 3-D, animation, revolving or backlit graphics, unique.unusual or larger-than-life display props, special lighting effects or classy finishes like faux marble,brass or wood are excellent options.5. Visibility is crucial at a trade show. Be sure to light your exhibit well. As the proverbial moth is drawnto the flame, people are naturally drawn to light (ambient hall lighting alone equalizes everyone). One ofthe best options involves backlit graphics which combine two proven marketing techniques: full-colorgraphics/photographs and the added dimension of (back) lighting.6. Whenever possible always use the words “New and “Free Why? Because people attend tradeshows New” New Free.” Freeand exhibits to see and learn what’s new within the industry. Also, “New” and “Free” are the two mostpowerful words in advertising.7. Use bright colors The trade show floor is no place to be conservative. You are there to attract colors.attention and, based on industry research, visitors tend to stop or slow down at only one out of everyfour exhibits. Bright colors are one of the techniques you should use to get their attention.8. Address your prospects The word “engineers” boldly displayed in your headline or on the exhibit will prospects.attract more engineers to your booth. Use the phrase “Dealers Wanted” and you will attract moredealers.9. Diagonal lines attract attention and curves create a feeling of stability and comfort. Use the subtletiesof structure and graphic design principles to attract and influence your visitors.10. Always design within a budget. Expensive and affordable exhibits alike should use several, andsometimes all, of these cardinal rules. Establish a budget, share it with us and insist that the first four budgetrules above are always incorporated into your exhibits...they work!!! theyFor Additional 240.565.1557Information, popeventmarketing.complease contact: POPeventmarketing@gmail.com P.O.P. Event Marketing, Inc. 1708 Usher Place Crofton, MD 21114-2316
The Challenge of the Last Booth in the Back A Case StudyThe SituationFantail is a start-up technology and consulting firm, At P.O.P. Event Marketing, Inc. we know tradeseeking high quality leads and the opportunity to show success requires pre-show planning andbuild brand awareness and educate prospective promotion, highly active and focused boothclients on the power, flexibility, and cost-savings personnel on-site, and post-show fulfillment ofbenefits of its new cloud computing solutions. leads. However, recent surveys by the Trade ShowFantail turned to P.O.P.* Event Marketing, Inc. for Exhibitors Association (TSEA) show thesehelp in preparing for their first trade show exhibit methods are underused. TSEA says that 80% ofas a means to jump-start their business exhibitors do not set show goals, and 85% do nodevelopment efforts. pre-show or post-show promotion, because their staff does not have the expertise, time, orThe Challenge motivation to do it effectively . Yet, thoseFantail sought to introduce cloud computing – a exhibitors who execute effective pre-show and posttechnology without limitations – to the association -show marketing campaigns generate 50-200%industry. While Fantail possesses extraordinary more booth traffic, leads and sales.credentials in the realm of integratingtechnology for associations, most of Because of a less Pre-Show Marketingtheir target market had little knowledge than desirable booth P.O.P. helped Fantail’s management toof cloud computing. As a start-up, space, we realized create an integrated plan andFantail had established no market share, that our client would implemented these time-testedand the industry’s awareness of our strategies. We obtained the pre-show need extra help inclient was limited to the contacts of the attendee listing and trimmed it down toprincipals. Making all this even more order to attract only the best qualified prospects forchallenging, Fantail purchased the very attendees before Fantail’s services. P.O.P. alsolast available booth in the far back the event. counseled our client on their exhibitcorner of the expo hall. display and created talking points, complete with purpose-driven questions, for useThe Process during a pre-show telephone outreach.Fantail chose to introduce their technology at Additionally, P.O.P. embarked on a program of preIAEE’s Expo Expo, one of the premier events -show promotions using Twitter and other socialattracting exposition managers in the Association marketing outposts to build the pre-show and at-and Events Industries. Because of the less than show buzz about Fantail’s new cloud computingdesirable booth location, Fantail realized that it solutions.would need a strong and effective marketing andpromotion plan, plus excellent execution to attract Then, we “hit the phones”. Using P.O.P.’s talkingattendees to their distant booth. Otherwise, the points, Fantail and our staff members directlynumber of visitors to their booth would be very engaged qualified prospects. On the calls, welow, or worse. quickly described the new products and services and the helpful solutions to be found at the FantailLike many of our clients, financial resources were exhibit booth. When we could not reach thelimited. As a start-up, they needed to use the most prospect, a brief voice mail message was left.effective and inexpensive promotional techniques. When we made contact, we assessed a prospect’sOur counsel – create an integrated event marketing needs and generated solid interest by matchingplan, using all available low-cost and no-cost their needs or interest with one or more of Fantail’smarketing techniques including news releases and solutions.social media. Next, utilize the strengths of P.O.P.’sexperienced staff to launch, execute and follow- Our pre-show promotion also included a series ofthrough with the plan in the most efficient and cost- pre-show news releases featuring Fantail’s foureffective way possible. new solutions and partnerships. We also created a
The Challenge of the Last Booth in the Back A Case Studycomprehensive Media List, guided Fantail at each The Resultsstep through the distribution of the news releases, Fantail truly benefited from their trade showand prepared on-site Media Kits, for use during the experience and the results P.O.P. generated. Thetrade show event. effectiveness of P.O.P.’s pre-show promotions delighted Fantail – both in quality and the quantityOn-site Lead Generation of the people they engaged. P.O.P. helped FantailThe support offered by P.O.P. Event Marketing, exceed management’s lead generation goals byInc. extended right onto the show floor. Side-by- 88%, and overall event contact goals by 159%.side with Fantail, P.O.P.’s staff initiated More importantly, Fantail established theirmeaningful conversations with attendees passing presence and professionalism with this importantthe booth, then quickly qualified each visitor with user audience and began building awareness ofsubstantive Q & A, explained our clients products their brand, their products, and services with manyand services, and introduced interested and qualified prospects who will likely become clients.qualified attendees to Fantail’s executive team for P.O.P’s on-site booth support also prompted manyin-depth conversations and key decision makers to have longer anddemonstrations. more meaningful conversations and It sounds ludicrous demos with Fantail’s management andPost-show Marketing & Follow-up but according to staff.It sounds ludicrous but according to TSEA, 80% of allTSEA, 80% of all exhibitors never Pat Pathade, CEO of Fantail said,follow-up on the leads they get from exhibitors never “Between the challenge of location ontrade shows…. but this is where the follow-up on the the show floor and being a start-up withrubber meets the road. Even though leads they get from no name recognition, we were askingFantail is a technology provider and the trade shows. P.O.P. to pull off a major marketinginclination was to start follow-up with a achievement to get qualified prospectsThank You email - P.O.P. suggested a to our booth. Their pre-showmore traditional, warm-and-fuzzy campaign that marketing, booth staffing and visitor qualifying,would distinguish it from all the other exhibitors and post-show follow-up generated exceptional(and competitors) that simply follow-up with booth traffic and after-show appointments for ouremails. P.O.P. suggested a handwritten TY note sales team. We were hoping for gold nuggets, andwith specific references to each visitor’s specific P.O.P. delivered a mother lode for us.”needs be mailed promptly to each and every boothvisitor. This was carried out within days after the If you’d like to achieve similar success at your nextshow, and followed a week or so later with exhibition or marketing event and realize a betterpersonal phone calls to each one re-qualifying their return on your marketing investment, pleaseneeds and interests, and scheduling demos or future contact P.O.P. Event Marketing for a freefollow-up for the Fantail’s executives and sales consultation at (240) 565-1557.team.For Additional 240.565.1557Information, popeventmarketing.complease contact: POPeventmarketing@gmail.com P.O.P. Event Marketing, Inc. 1708 Usher Place Crofton, MD 21114-2316
Additional Helpful Information -Cardinal Rules -Last Booth Case Study Social Media Survey Template for Use Prior to Event:For Attendees: https://www.etouches.com/esurvey/10711